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Swobo Under New Owners; Moves

FORT COLLINS, CO (BRAIN)—Swobo is moving from Santa Cruz, California, to Fort Collins, Colorado, as the brand re-launches under new ownership, according to a report by the Coloradoan.com.

The website reported that Peter Discoe, 42, of Columbia, South Carolina, and three partners have a licensing agreement for a partnership with Santa Cruz Bicycles to rebuild the brand.

Discoe’s new company is called Fort Collins Bicycle Co. He told the Coloradoan that his company is “trying to create a ‘lifestyle brand’ with Swobo where people are excited about owning their products.”

Santa Cruz Bicycles bought Swobo in 2001 from Tim Parr, who founded the company in 1991. Parr stepped back into the picture in 2004 as a minority owner. Last year, Santa Cruz purchased Swobo outright, buying out Parr’s minority interest in the company.